The latest Hovis ad might help to sell loaves of bread but it’s unlikely to get youngsters rushing into farming.
On Sunday night - as 11.4 million viewers tuned in to Britain’s Got Talent to see a dog crowned the most gifted amateur performer in Britain - Premier Foods unveiled a 90-second ad for its new British Farmers Loaf.
What followed was a beautifully crafted but rather bleak slice of farm life, as a young lad toiled into the wind, rain and mud to win the respect of his dad. You can watch it here.
Premier described it as a “heart-warming” piece of work and, indeed, many viewers have said the ad brought a tear to their eye. Others saw it rather differently, however, taking to Twitter (inevitably) to make known their feelings.
“Is the new Hovis advert the most depressing ad ever? Nothing like hard child labour and emotional abuse to sell some bread,” must one.
“Hovis brilliantly capturing the plight of young farmers’ sons,” added another. And Daily Bread’s favourite: “Good lord, that Hovis ad makes farming look bleak. Thought it was building to a horrible thresher-related accident.”
Elsewhere, farmers were sharpening their metaphorical pitchforks in online protest.
“A bit OTT really, enough to put anyone off farming except the odd masochist. A bit more cheeriness might have had the opposite effect and shown us in a good light instead,” said one forum poster.
Another wrote: “It’ll doubtless persuade the son not to choose farming as a career - if he’s got any sense. Of course, if he hasn’t got any sense, he’ll still decide he’ll want to go farming.”
Plus this literary critique: “Blimey, who’s the screenplay by - the bastard son of DH Lawrence and Jon Steinbeck? It’s like the Grapes of Wrath without the humour.”
Hovis brand director Matt Hunt told The Grocer he was thrilled with the impact of a “deeply moving study of a father and son relationship” that “understandably caught a nerve for some”.
Dare - the ad agency behind both this and the previous ‘Go On, Lad’ blockbuster - was even more forthright. “Hovis has the right to be interesting in this way, telling stories with authenticity and realism combined with hope and warmth,” said a spokesperson. “It is never saccharine and schmaltzy and has the confidence to touch audience’s hearts and minds.”
Whatever the response from viewers - and negative ones certainly seem to be in the minority - the ad showed that Hovis and Premier are still capable of getting people talking.
Just don’t expect the NFU to be on the phone asking for recruitment advice.
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